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How to conduct a covid digital marketing audit

Coffee Marketing
How to conduct a covid digital marketing audit
By Jenn Chen • Issue #107 • View online
I am feeling a little head fuzzy today so this issue’s original content is going to be served up mostly in bullet points. Today, we’re going to focus on COVID & your communication (or lack thereof) of it.
In other news, SF is still in foggy, cold summer weather. I went on my first big hike with Zoey (my dog) over the weekend and I can confidently say that she is in much better shape than me. She was literally dragging me uphill towards the end.
Enjoy this issue!

Featuring my own work & press
Featuring my own work & press
A covid digital marketing audit
In the pandemic’s first few weeks, the news arrived loose and fast, often changing several times within a 24-hour span. It was difficult to keep track of as a business and I’m sure many things fell to the side. Depending on where you are, coffee businesses may be open with precautionary to extreme measures. I wrote about mental health and reopening back in June. Some of these tips still apply today. 
We’re going to do a quick digital audit today. Have on hand either a pen and paper or a text document ready to use.
If you’ve never done a digital audit before, you should know two rules:
  1. The idea of an audit is to document, not change things as you go. You can edit all that later.
  2. You should approach this with as little bias as possible and from different perspectives. Those perspectives should be your target audiences. For example, looking at your homepage, what’s the first thing your eyes land on – not where you want people to look.
This particular audit is for your COVID communications only, not an intensive strategy audit. The general idea is that it should take someone only a few seconds of looking and clicking around on your profile to know what your status is.
  • In your About section, check if your open status reflects current changes, including operating as usual. If not, go to your Settings > Page Info > Temporary Service Changes. You can select how you’re operating, including if there are online services or pickup available.
  • CTA button by the cover photo: Is it the most relevant button right now? Maybe you want to drive online orders - you should change it to “order food” and enter the ordering URL.
  • What’s your pinned post? Is it an update on current customer guidelines for your cafe or how COVID might impact purchases?
  • Do you have your FAQs set up? When people decide to send a message, they have the option of choosing from a four-item FAQ menu. Linking a page or post about how the pandemic is affecting business could be one of these menu items.
  • Check your bio: Is there info on if you’re open, hours, ordering, and any relevant links?
  • Activate the “order food” button if it applies
  • Is there a saved highlight on your current status? Maybe another highlight on what customers should expect (such as a mask requirement or ordering ahead only)
  • Do you have shoppable products? If you sell online, anytime you’re talking about a product, they should be tagged.
  • You should get the idea by now: is a quick look at your profile enough to communicate to the person what to expect from you? 
Website (conduct below from both a desktop and mobile phone):
  • Is there a banner or alert that quickly describes how COVID–19 has affected your business? If it’s more than a line, does it link to a blog post or page with additional details? This is especially important if you ship products - couriers are getting overwhelmed and delays are almost expected.
  • Are shipping restrictions or delays updated in all the relevant areas? (shipping page, FAQ, checkout, etc.)
  • If you’re a brick-and-mortar, can people tell you’re open?
  • If you’re doing online orders or pickups or limited menus, is that communicated and do you have the menu published?
Google (conduct below from both Google search & Google maps):
  • When you Google your business in an incognito browser window, does it have updated info on dine-in, takeout, and delivery?
  • If you do online ordering, is that linked in the “order” section? 
Expert Tips on Using Facebook for Your Small Business
Brand voice: What It Is & Why It Matters
Quick text updates & links on what's new on the networks
Quick text updates & links on what's new on the networks
Facebook launched a new Messenger plugin for businesses to reach non-Messenger customers. It’s testing a Page view that does not include the Like button nor the Like count.
Twitter is considering a subscription service plan. It didn’t have many updates recently so here’s a summary of what to look out for.
TikTok has been in the news recently because the US President demanded its ban. There are lots of questions surrounding how the network will go on & if he can even ban the app. Just in case TikTok does disappear in the US, take a look at Instagram Reels, the network’s newest copycat feature.
Helpful links on how to improve your digital marketing
Helpful links on how to improve your digital marketing
Organic Facebook Content for Local Businesses: Building a Loyal Following
How to Design an Efficient Social Media Approval Workflow
3 Types of Marketing Videos That You Can Make Remotely
Anything I've enjoyed reading recently
Anything I've enjoyed reading recently
Consent and Participation: 'On Photography' at Coffee's Origin
The Declining Power of the American Passport
Tesla engineer retools sad, old chocolate chip for max taste and melt
An update from my container garden!
An update from my container garden!
I know I recently featured this plant but... it's about to flower! 😱
I know I recently featured this plant but... it's about to flower! 😱
At this time, I'm open to: one-time coaching session clients or future project work (2+ months).
At this time, I'm open to: one-time coaching session clients or future project work (2+ months).
What'd you think?
Feedback, questions, or fist bumps 👊 – send them my way by hitting the reply button. Also happy with the 👍 at the end. Or find me on the social networks @thejennchen.
This newsletter is free to subscribe to & takes several hours to put together each issue. If you’ve enjoyed or benefited from my work and would like to support me: donate to your local bail fund, forward to someone who would enjoy the newsletter, buy me a coffee, or Venmo/Cashapp/PayPal me @thejennchen.
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Jenn Chen

Thoughts on digital marketing as they intersect at specialty coffee, social media, writing, photography & social issues. 2x a month on Wednesdays. @thejennchen |

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